A QUASI-EXPERIMENTAL STUDY IN WINE INSTRUCTION by PENELOPE R. GRANUCCI, B.A., M.A. A DISSERTATION IN HOME ECONOMICS Submitted to the Graduate Faculty of Texas Tech University in Partial Fulfillment of the Requirements for the Degree of DOCTOR OF PHILOSOPHY Approved Accepted December, 1989 73 ACKNOWLEDGEMENTS A)o.y/7 This dissertation would not have been possible without the strong support and guidance of my committee chairperson, Dr. Sue Couch, and members, Dr. Virginia Felstehausen, Dr. Bill Gustafson, Dr. Lynn Huffman and Dr. Ruth Martin. Although unable to remain on the committee, Dr. David K. Hayes provided initial inspiration prior to his departure from Texas Tech University. I am also deeply grateful for the significant contribution and statistical expertise of Dr. Stephen Morse. Gratitude is extended to the management and food servers at Harrigan's Restaurants in Amarillo and Lubbock, Texas. Without their eager participation this study would not have been possible. In addition, I would like to thank my sister, Dr. Pamela Cummings, for her constant encouragement, and my fiance, Marquis Alexander Bell, for his abiding belief in me. I need to express heartfelt thanks for the many and varied contributions of Ben K. Goh, Gilley Griffith, Deborah Fowler, Cheryl Johnson, Marvel Maunder, Dr. Mary K. Tallant and Birgit Black. A note of gratitude is extended to my father, Bill Roush, and my mother, Abbie Roush, as well as my uncle and aunt, Joe and Tina Granucci, for the nurturing roles they all have played in my goal-setting and accomplishments. 11 I have had an on-going unofficial doctoral committee which has met on Saturday mornings for the past two years. The membership consists of Carol Anderson, Dr. Sheryl Boyd, Bruce Gentry, Dr. Jim Granberry, Richard Griffith, dub Rushing, Rob Rushing and Liz Sisco. Their on-going support, encouragement, praise and humor have given me joy and kept the process in perspective. Finally, I wish to acknowledge my sons, William Keith Granucci and Christopher Charles Granucci, for their pride in this person whom they now call "Doctor Mother." 111 TABLE OF CONTENTS ACKNOWLEDGEMENTS 11 LIST OF TABLES vi LIST OF FIGURES vii ABSTRACT viii CHAPTER I. INTRODUCTION 1 Background 1 Rationale 7 Problem Statement 12 Definition of Terms 15 Scope and Limitations 17 II . REVIEW OF LITERATURE 19 Adult Learning 19 Training in Industry 30 Training in the Food Service Industry 38 Cost-Effectiveness of Training ... 47 Summary 50 III . METHODS AND PROCEDURES 53 Subjects 54 Procedure 56 Instruments 60 Statistical Analysis 62 Summary 64 iv IV. FINDINGS 66 Statistical Analysis 67 Descriptive Data 8 6 Cost-Benefit Analysis 91 Summary of Findings 92 V. SUMMARY AND CONCLUSIONS 94 Summary of Study 94 Conclusions 97 Discussion 98 Recommendations for Further Research 101 LIST OF REFERENCES 105 APPENDICES A. QUESTIONNAIRE 110 B. TRACKING PROTOCOL 113 C. PRE- AND POST-TEST AND SPECIFICATIONS 115 D. PLAN OF INSTRUCTION 121 E. COURSE MATERIALS 135 F. ACTIVITIES 140 G. COURSE EVALUATION: ATTITUDES TOWARD WINE INSTRUCTION 143 H. BASELINES AND PERCENTAGE DIFFER- ENCES PER SUBJECT: EXPERI- MENTAL GROUP, CONTROL GROUP. 145 I. PRE-TEST AND POST-TEST SCORES AND PERCENTAGE DIFFERENCE FOR EXPERIMENTAL GROUP 148 J. ATTITUDES TOWARD WINE INSTRUCTION: RELATIVE FREQUENCY OF RESPONSES 151 v LIST OF TABLES 1. Subject Analysis: Wine Instruction, Experimental and Control Groups.... 55 2. Results of Multiple Regression Analysis, Equation 1, Dependent Variable = CHSALES 72 3. Correlation Matrix for Independent Variables in Model (Equation 1).... 7 6 4. Results of SPSS Backward Elimination Procedures on Equation 1 79 5. Multiple Regression Analysis of Model 2.. 83 6. Mean Baseline Increases/Decreases for Experimental and Control Groups.... 87 7. Evaluation of Attitudes Toward Wine Instruction 90 8 . Table of Specif ications 120 9. Baselines and Percentage Differences per Subject: Experimental Group... 146 10. Baselines and Percentage Differences per Subject: Control Group 147 11. Pre-Test and Post-Test Scores and Percentage Difference for Experimental Group 149 12. Pre-Test and Post-Test Scores and Percentage Difference for Control Group 150 VI LIST OF FIGURES 1. Major Wineries Located in Texas 2 2. Wine Producing Regions of the United States 5 3. The Classic Model of Professional Education 11 4. An Emerging Model of Professional Education 11 5. Decision Points and Components of an Adult Educational Framework 29 6. Del Gaizo's 4-Level Evaluation Model for Employee Training 48 vii ABSTRACT Wine is being produced in 47 states in the U.S. Texas has been successfully growing grapes and making wines for over 12 years. Although the industry is relatively young, the wines, in general, are considered quality products. The per capita consumption of wine in the U.S. is 3.1 gallons per person per year. However, in Texas the consumption of wine is only 1.9 gallons per year. Vintners and grapegrowers grapple with the problem of expanding the base of consumers. The Winegrowers of California (vintners, grapegrowers) expended considerable resources in investigating how people become wine consumers. Marketing research has indicated that product knowledge is critical to the purchase of wines. Further research indicated the majority of the persons who became wine consumers began through the suggestion of food servers in restaurants. They developed a program to expand consumption of wine through restaurateur (and server) and retailer training which proved successful in increasing consumption and customer-base. The current study was similar to the Winegrowers of California program, however with stricter control of variables and curriculum. Sixty-two food servers in two restaurants served as subjects for the experimental and control groups. An average baseline of wine sales per customer was established for each subject in both groups. viii The subjects in both groups were administered pre- and post- tests on product knowledge. In addition, the subjects' sales of wine were tracked for a four-week period after baselines were established. The experimental group participated in wine instruction, which consisted of two training sessions, two hours per session. The instruction was based on product knowledge, components tastings, wine tastings, selling skills and service techniques. A multiple regression analysis was performed on the change in sales of wine per food server. Independent variables included age, gender, education, major in college, wine instruction (said study), previous wine training, hours of wine training, experience as a food server, personal consumption of wine, and increase in knowledge. An increase in wine sales (average .08 per food server, overall 44% increase) was reported with gender. Females increased their wine sales significantly greater (.05 level) than males in this study. None of the other variables in the multiple regression analysis were found to be significant at the .05 level. In order to determine the effect of the wine instruction on knowledge, an analysis of variance (ANOVA) was performed using the change in knowledge (difference between pre- and post-test scores) of both groups. The results indicated a significant difference in the change in knowledge at the .05 IX level, with the experimental group showing a greater increase than the control group. Generalization of the findings is limited due to the small number of subjects and regional influences. Replication of this study in other regions of the country is recommended. Variables for further study include variations in the wine instruction, such as male instructors and/or male and female co-instructors, the season of the year for training, and incentive programs. Other variables may include longer tracking periods of food server sales, use of different types of restaurants and wine programs. X CHAPTER I INTRODUCTION Background Within the last 12 years the wine industry in Texas has evolved from a few small wineries supported by a few grapegrowers to 2 6 bonded wineries and several hundred grapegrowers located throughout the state (Figure 1). The high plains region is especially productive in growing grapes for producing wines. Here grapes have flourished and winemakers have had much success with production of high quality wines. Some of these wines have won national and international awards for excellence (Fitzgerald, 1988). The population of Texas lags behind the rest of the nation in wine consumption. The consumption of wine per capita in the U.S. is 3.1 gallons, but the consumption of wine is only 1.9 gallons per cap .ta in Texas. Wherever there is a local winery, per capita consumption increases (Texas Department of Agriculture, 1986). With award-winning wineries producing superior products locally, the lag in consumption presents a problem in the development of wine as a potential supplementary product. The vintners and grapegrowers in the state of California, largest producer of wines in America, have LEGEND No< toSciU 1. La Eíc*rbad« XIT Wincry 2. Pheasanc Ridge Wincry ?. 3. Llano Estacado Winery 4. Tcytha Ccllan 5. Diccanowtki Cellars 6. Ste. Genevicve Wincry 7. Sc Lawrence Winery 8. Bluebonnet Hill Wincry 9. Val Verde Winery 10. Oberhellmann Vineyards 11. Pcdemalcs Vineyardi 12. Fall Creek Vineyards 13. Slaughtcr'Lefcwich Vineyards 14. Cyprcss Valley Wincry 15. Wimberley Vallcy Wines 16. Guadalupc Vallcy Winery 17. Moycr Texas Champacne Co. 18. Alamo Farms W nery &. Vincyards 19. Messina Hof Wine Cellars 20. Piney Woods Councry Wines 21. Tcjas Vincyards 22. Preston Trail Winery 23. La Bucna Vida Vincyards 24. Chateau Montcolficr Vineyards 25. Sanchex Creek Vineyards Figure 1. Major Wineries Located in Texas. (Source: Texas Department of Agriculture, 1989) addressed the issue of wine consumption in the development of the industry. Basic marketing research indicates that wine consumption habits are based on knowledge. The knowledge of wine, specifically how it tastes and what foods and wines are good combinations, is generally imparted by personnel in the hospitality and retail industries (Winegrowers of California, 1987) . When people go out for an evening of fine dining, a food server may suggest a wine to complement their meals.